The Drum

Day 2 of DMEXCO - Digital Marketing Expo & Conference ✅🎉 We’ve been diving deep into the world of ad tech and retail media, stay tuned for upcoming insights 👀 #DMEXCO #AdTech #marketing

Marketers, feeling buried by ad content demands? According to Forrester & Celtra research, 70% of marketers are overwhelmed by the time it takes to create ads. Worse yet, 56% say their production processes aren’t up to par. The solution? Creative automation 💡 This tech boosts both efficiency and creative impact, enabling more data-driven, personalized campaigns at scale. It's helping brands like Nike and Unilever cut bottlenecks, drive better results, and stay ahead in a fast-paced digital landscape. Learn more here: https://lnkd.in/ebwk4FZi

This is a rare opportunity to show marketing's value to non-believers The commodification of Tupperware demonstrates what a brand is, why it's as valuable as your other assets (like factories, stock & employees), and why distinctiveness and differentiation are two very different, important jobs. 'Antonomasia' is when a noun becomes the word to describe a general idea. Or, in this case, when a brand becomes inseparable from the category. It's a rare hall of fame to join: Escalator, Granola, Band-Aid, Bubble Wrap, Frisbee, Jacuzzi, Ping-Pong, Tupperware. Once brands, now category names. Some may call it a triumph. I call it a total disaster. Read more about this in my column in The Drum this week: https://lnkd.in/e3w8K4cg This represents a total failure of what a marketing function needs to do. 1 - Brands need to carve out something meaningfully different from the category it's created. An attribute that people care about enough to choose it over the commodity. 2 - That brand needs to be distinctive enough, aka 'look like itself', so you can tell it apart from the other options. So you are growing your sales, not your competitors. They are real marketing jobs that take huge resources to achieve. The fact that you can patent difference and trademark distinctiveness proves it. Tupperware has done neither. I thought I had a house full of Tupperware, but it turns out it's just a load of plastic boxes with lids. Commodification. I share #advertising and #marketing insights daily, follow for more.

“This is the perfect time for advertisers to think about what offer they can put in front of their audience that will be relevant and engaging." Tim Crouch, Vice President of Strategic Partnerships at Rokt. Stay tuned for our full highlights video coming soon. #DMEXCO

Publicis Groupe continues its acquisition trail with Mars United Commerce.

“We need to create a more sustainable internet that respects what we do in the physical world in digital. We can't just focus on capturing data and pushing advertising. We need to be more mindful and balanced between the two." Adelina Peltea, Chief Marketing Officer at Usercentrics. Stay tuned for our full highlights video coming soon. #DMEXCO

🥁 Inside The Activation: L'Oréal support of an important cause 🥁 L'Oréal Paris has launched a FREE pop-up (in partnership with Boots UK) in Piccadilly Circus, London, running from Thursday, September 19th to Monday, September 23rd. For the next 5 days, the public can enjoy a range of beauty and wellness activities, including: 🫧 Skin diagnostics 👩🦰 Dry-hair styling & virtual hair colour try-ons 🎨 Foundation shade matching 📸 Photobooth fun 📺 Live screening of Paris Catwalk (on Monday 23rd) 🌱 Wellness masterclasses (at an additional cost) But, what makes this brand activation special? Whilst being beautifully curated by Backlash and jam-packed with LFW fun, this activation is a means to support L'Oréal's Stand Up Against Street Harassment campaign. It’s reported that 80% of women in the UK have experienced public harassment. Join L’Oréal in fighting against this critical issue by getting involved with this pop-up. 🥁 Stay connected with us for the latest updates on brand activations and pop-ups near you 🎉 #StandUpToStreetHarassment #LOreal #PopUp #ExperimentalMarketing

You have to feel sorry for John Lewis sometimes. In 2016, it's Christmas ad was overshadowed by Trump's surprise victory. And now today, it's latest ad has been utterly left in the dust by Andrew Tindall lamenting the fall of Tupperware. Ptiming is after all one of the four Ps of marketing. In all seriousness, his best one yet. Put eyes into it please: https://lnkd.in/eGNJwYBk

With pressure mounting to demonstrate marketing’s ROI in the boardroom and AI transforming traditional measurement, media & creative practices, today’s CMOs must be strategists, change-makers and effective communicators 💡 Join Tom Greenhalgh, data & measurement lead at Google, Heni Hazbay, director of digital marketing at Sainsbury's and Lindsey Wolfryd, managing partner at Wavemaker at The Drum Live to hear how leaders can position marketing as a vital growth driver by fostering innovation whilst guiding their teams to align measurement strategies with overall business objectives 🥁 #TheDrumLIVE

“The amount of content being generated and put in front of people is exploding. 90% of content by the end of 2026 will be machine generated. Brands don’t have to fear it, they should just be ready to navigate it.” Khurrum Malik, CMO at Integral Ad Science. Stay tuned for our full highlights video coming soon. #DMEXCO